Vol. 9 No. 1 (2024): IJBMKT

DOI: https://doi.org/10.18568/ijbmkt.9.1

Published: 2024-10-10

Full Issue

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Articles

The Marketing of Heineken Experience Adapting existing theory with homegrown strategies
DOI: https://doi.org/10.18568/ijbmkt.9.1.253

TANYARA CLARISE ABDIAS, Gandhimohan Viswanathan

4-16
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Consumer profiles regarding the level of relationship with virtual influencers
DOI: https://doi.org/10.18568/ijbmkt.9.1.265

Marcelo de Rezende Pinto, Paula Karina Salume, Maiara Lorena Oliveira Anacleto, Rayner Theodoro de Souza

31-46
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Behavior intention in coping cloud adaptation

ALAMIR COSTA LOURO, Mariana Melo, Marcelo Brandão

62-74
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The consumption of women’s shoes as an expression of the Self

REGINA PORTO SPACINI CAVALLINI, CRISTINA HELENA PINTO DE MELLO, RAPHAEL ALMEIDA VIDEIRA

75-88
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Characterization of the brand of a public university in the dimensions of brand personality from the perspectives of current students and graduates

Nayara Cristina Mendonça Zanata, ALEANDRA DA SILVA FIGUEIRA SAMPAIO, THAÍS MOURA MARTINS DOS SANTOS, VERÔNICA ANGÉLICA FREITAS DE PAULA

89-100
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Artigos tecnológicos

Strategy for introducing an innovative product in the Brazilian pharmaceutical industry The case of a medicine for treating Covid-19
DOI: https://doi.org/10.18568/ijbmkt.9.1.259

Ligia Maura Primo Maluf, Adilson Caldeira, Reynaldo Cavalheiro Marcondes

17-30
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Innovation Workey Digital Condominium
DOI: https://doi.org/10.18568/ijbmkt.9.1.266

Eloá de Miranda Neves , Lilian Aparecida Pasquini Miguel, Marcos Antonio Franklin

47-61
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